An Assessment of Methodological Development in Cross-Cultural Advertising Research: A Twenty-Year Review

The present study reviews the methodologies used in cross-cultural advertising studies. We examine published cross-cultural advertising studies in eighteen journals between 1980 and 1999 in terms of topic studied, countries/cultures selected, research design, data equivalence and reliability check,...

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Bibliographic Details
Published in:Journal of international consumer marketing 2002-04, Vol.14 (2-3), p.153-192
Main Authors: Sin, Leo Y. M., Hung, Kineta, Cheung, Gordon W. H.
Format: Article
Language:English
Subjects:
Cross-cultural advertising research
methodological assessment
twenty-year review
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Summary:The present study reviews the methodologies used in cross-cultural advertising studies. We examine published cross-cultural advertising studies in eighteen journals between 1980 and 1999 in terms of topic studied, countries/cultures selected, research design, data equivalence and reliability check, as well as analytical techniques used. Results show that although significant methodological improvements have been made in cross-cultural advertising studies over the past two decades, recent studies are still suffering from a number of methodological limitations, such as the lack of theoretical guidelines in selecting culture/country, non-representativeness in sampling, and problems in establishing construct and metric equivalence. Recommendations are suggested to advance the quality of cross-cultural advertising studies.
ISSN:0896-1530
1528-7068
DOI:10.1300/J046v14n02_08